Research On The Protection Of Consumers’ Right To Know In Live Streaming

As an emerging e-commerce transaction mode,Consumers have the right to know which transaction-related information,which subjects they have the right to obtain information from,to whom they should seek compensation after their right to know is damaged,and how they should safeguard their right to know.The current laws and regulations lack clear provisions on the protection of consumers’ right to know,which is a special online sales method of live streaming e-commerce.This leads to a serious lack of protection of consumers’ right to know who consume through such special online sales.Live-streaming e-commerce has the characteristics of intuitiveness,interactivity,timeliness,entertainment,etc.The transformation of sales mode also makes the content and realization method of consumers’ right to know of live-streaming e-commerce show new characteristics.The above characteristics determine that consumers’ right to know of live-streaming e-commerce is more vulnerable to infringement,thus determining its special protection.That is to say,live streaming consumers need more comprehensive information disclosure,more diversified access to information,more convenient right relief channels,and more strict duty and responsibility allocation of relevant subjects to ensure the full realization of their right to know.By analyzing the current legislative status of the protection of consumers’ right to know in live-streaming e-commerce,it can be found that in adjusting the protection of consumers’ right to know in the current law,there are problems such as the incomplete scope and path of information for consumers of live-streaming e-commerce and the difficulty of remedying consumers’ right to know.Expand the scope of information that consumers have the right to know about live-streaming e-commerce,including information related to the goods and services themselves,as well as other information affecting consumption,such as the atmosphere of the live broadcast room,data traffic information in the live broadcast room,the real business relationship between the anchor and the merchant,after-sales,and rights protection channels,and clarify the specific ways in which consumers can learn the above information.At the same time,increase the information disclosure obligations of anchors and platforms,and strengthen the protection of consumers’ right to know with more comprehensive information disclosure and more diversified information acquisition channels.Determine the legal status of different types of anchors,merchants,platforms,and MCN institutions according to their characteristics and functions,clarify the claimants after consumers’ right to know is damaged,and on this basis,allocate more stringent obligations and liabilities according to factors such as the degree of influence of different entities on the transaction and the extent of the cause of infringement of consumers’ right to know.In addition,by strengthening the online remedies of consumer associations and administrative departments for consumers’ right to know of live-streaming e-commerce,and improving online litigation,online arbitration,and online mediation mechanisms,we will use more convenient rights remedies to solve the problems of high cost and difficulty in protecting rights after consumers’ right to know is damaged.